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Hovland & Weiss, 1951). There are, of course, notable exceptions to our generalization. , Eagly, 1974; Eagly & Warren, 1976; Regan & Cheng, 1973), mostly to test McGuire's (1968) information processing model, but even these studies were not aimed at uncovering the underlying characteristics of persuasive arguments. Perhaps the most relevant research to date is that in which subjects are asked to rate arguments or traits along dimensions such as how novel they are (Vinokur & Burnstein, 1974), or how many implications they elicit (Burstein & Schul, 1982), in order to determine what aspects of information enhance its impact.

Eagly, 1974; Eagly & Warren, 1976; Regan & Cheng, 1973), mostly to test McGuire's (1968) information processing model, but even these studies were not aimed at uncovering the underlying characteristics of persuasive arguments. Perhaps the most relevant research to date is that in which subjects are asked to rate arguments or traits along dimensions such as how novel they are (Vinokur & Burnstein, 1974), or how many implications they elicit (Burstein & Schul, 1982), in order to determine what aspects of information enhance its impact.

In the remainder of this volume we will review the evidence for the ELM. Before turning to this, however, it would be useful to cover some general methodological issues that arise in testing the ELM. We will first briefly address the procedures we have employed to assess attitudes and attitude change in our experiments. Then we will discuss procedures for assessing and operationalizing the three basic constructs in the ELM: argument quality, peripheral cues, and message elaboration. Finally, we discuss individual differences in the likelihood of message elaboration.

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Drake R-8B Communications Receiver


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